Product Labels: your 'silent salesperson'

Reds Advertising designs labels or tags which give buyers the relevant information to make the decision to purchase your product. If the label jumps out with an attractive look it will grab your attention, and with clear and concise information, it makes the decision to buy your product that much easier. The silent salesperson helps to move you products off the shelves.

Labels also help to build the brand and position the product into the market. The design of the label can materially affect its level of preference by offering cues to the consumer such as the quality of the product. For example, a paint tin with a beautiful house depicted on the front of the tin gives the impression of high quality paint.

A strong company name will often transfer powerful associations to new products such as Huawei, Samsung and Kellogg's. The label should make a spontaneous response to words that come to mind when shown.

Consumers interpret scenes in which a brand plays a role. The culture conveyed by the brand core, its personality and its self-projection all come into play when the consumer looks at your label.

The label on the product should be incorporated in the brand themes. Effective selling, advertising and promotional campaigns will communicate the brand's function and psychological values, trigger trial and reinforce commitment.

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PR - public relations and using press-releases for free advertising and publicity

Brief your staff - have a policy, especially for crisis situations.

If you court press attention make sure your staff are aware of your positions and policies. Make someone in charge of press contact ideally, so that other staff are not forced to comment.

All newspapers need press releases to help fill their pages.Local papers particularly need news submitted by the local community or they have to pay more for journalists to go out and get news. Look through your local papers and magazines to spot the PR material submitted by commercial organisations. This will encourage you as to how easy it is to provide 'news' stories for the press.

Local TV and radio are also amenable to PR, but they're a bit more choosy. Nevertheless bear TV, and certainly radio, in mind for anything going on in your business of local interest or 'novelty value'.

Get the local editorial contact names and numbers.

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